Although most manufacturers included text on their radiator emblems - the name of the vehicle model or company, the location of manufacture, a catchy motto - a few emblems relied entirely upon images. Think of the difficulties of building a brand image without using words.

Rickenbacker radiator emblem

This auto emblem was taken from First Lieutenant Eddie Rickenbacker's flying squadron insignia, the "Hat in the Ring." Rickenbacker (1890-1973) was a well known race car driver and WWI flying ace. Three well-known automobile executives from the EMF Company-Barney Everitt, William Metzger and Walter E. Flanders-offered Rickenbacker a position as vice-president and director of sales if he gave his name to the new automobile.

Cadillac radiator emblem

Henry M. Leland (1843-1932), an Oldsmobile mechanic, chose a representation of the coat of arms of Antoine de la Mothe Cadillac (1658-1730) as the symbol and name of his new vehicle. Cadillac was a French explorer and is credited as the founder of Detroit. The company now regards the emblem as a symbol of pioneering spirit and leadership.

Roosevelt radiator emblem

Do you recognize the 26th president (1901-1909)? Naming a car after a president can imply a general notion of power and leadership. It may also reflect some of personal characteristics of a specific president. In the case of Theodore Roosevelt (1858-1919), it might be his sense of adventure and sportsmanship.